High Cliff IPA, a beer made by Shmaltz Brewing Company exclusively for Stewart's Shops, is tested against other IPAs offered at the popular area convenience stores on Wednesday, Nov. 8, 2017, at the Times Union in Colonie, N.Y. (Will Waldron/Times Union) less

High Cliff IPA, a beer made by Shmaltz Brewing Company exclusively for Stewart's Shops, is tested against other IPAs offered at the popular area convenience stores on Wednesday, Nov. 8, 2017, at the Times Union ... more

High Cliff IPA, a beer made by Shmaltz Brewing Company exclusively for Stewart's Shops, is tested against other IPAs offered at the popular area convenience stores on Wednesday, Nov. 8, 2017, at the Times Union in Colonie, N.Y. (Will Waldron/Times Union) less

High Cliff IPA, a beer made by Shmaltz Brewing Company exclusively for Stewart's Shops, is tested against other IPAs offered at the popular area convenience stores on Wednesday, Nov. 8, 2017, at the Times Union ... more

Uinta Hop Nosh IPA is tested during a sampling of IPA style beers offered at Stewart's Shops on Wednesday, Nov. 8, 2017, at the Times Union in Colonie, N.Y. Stewart's has collaborated with Shmaltz Brewing Company to produce High Cliff IPA, a beer sold exclusively in the popular convenience stores. (Will Waldron/Times Union) less

Uinta Hop Nosh IPA is tested during a sampling of IPA style beers offered at Stewart's Shops on Wednesday, Nov. 8, 2017, at the Times Union in Colonie, N.Y. Stewart's has collaborated with Shmaltz Brewing ... more

Jeremy Cowan of the Schmaltz Brewing Company, left, and Jason Keller of WEQX radio collaborate on a special brew called EQX at the Schmaltz Brewing Company on Thursday, Nov. 16, 2017, in Clifton Park, N.Y. (Skip Dickstein/ Times Union) less

Jeremy Cowan of the Schmaltz Brewing Company, left, and Jason Keller of WEQX radio collaborate on a special brew called EQX at the Schmaltz Brewing Company on Thursday, Nov. 16, 2017, in Clifton Park, N.Y. ... more

Jeremy Cowan of the Schmaltz Brewing Company, left, and Jason Keller of WEQX radio collaborate on a special brew called EQX at the Schmaltz Brewing Company on Thursday, Nov. 16, 2017, in Clifton Park, N.Y. (Skip Dickstein/ Times Union)

Jeremy Cowan of the Schmaltz Brewing Company, left, and Jason Keller of WEQX radio collaborate on a special brew called EQX at the Schmaltz Brewing Company on Thursday, Nov. 16, 2017, in Clifton Park, N.Y.

Jeremy Cowan of the Schmaltz Brewing Company, left, and Jason Keller of WEQX radio collaborate on a special brew called EQX at the Schmaltz Brewing Company on Thursday, Nov. 16, 2017, in Clifton Park, N.Y. (Skip Dickstein/ Times Union) less

Jeremy Cowan of the Schmaltz Brewing Company, left, and Jason Keller of WEQX radio collaborate on a special brew called EQX at the Schmaltz Brewing Company on Thursday, Nov. 16, 2017, in Clifton Park, N.Y. ... more

It's hard to perfect upon good music. Some tweak sound equipment and expand their influences. Others make beer.

"We're doing something we've never done before," says Jason Keller, afternoon host for Manchester, Vt.-based WEQX. The independently owned radio station has paired with Shmaltz Brewing Co., in Clifton Park, to debut Independent Ale, a new collaboration beer born from the idea that great music should have its own beverage to round-out the aural experience.

"It was about creating a beer that we all thought would go well at an EQX concert, but also goes well with just listening to the radio," Jeremy Cowan says. As owner and founder of Shmaltz, he's no stranger to collaboration brewing. (A term coined to describe beer made with participation of two or more breweries.) Shmaltz has spent the better part of 20 years co-opting the stories and processes of breweries — disparate or complementary — to create a folio of beers that bring the best of each brewery together for one quenchable brew.

From the aptly named Immaculate Collaboration beer made with Cathedral Square (St. Louis, Mo.) to Reunion Ale, an annual creation with Terrapin Beer Co. (Athens, Ga.), the list is extensive. Shmaltz's latest collaboration with WEQX is described by Cowan as "clean, light and crushable" and harkens to the history of his company. "I thought it would be super cool. It's the kind of stuff we used to do in New York City with Coney Island (Cowan's former beer brand) all the time."

Though developing a beer with non-brewing entities is a stretch beyond the common usage of "collab brews," pairing with a radio station was a natural fit. "Shmaltz and Jeremy specifically, we've been working with them for a handful of years," says Keller, noting that the culture of the Shmaltz brand (and craft beer as a whole) aligned with the WEQX mission of remaining fiercely independent. He adds that the station has been limited on how many projects it has licensed its name to. "It had to make sense with the lifestyle of the station."

"It's important to have collaborations that are meaningful," Cowan said. "Personally, I have fun being interdisciplinary."

Collaboration brewing pervades the craft beer industry, with new projects being released weekly. "I think there's a couple of reasons. For one, consumers love it when two of their favorite breweries get together to make a beer that appeals to them," says Paul Leone, executive director of New York State Brewers Association. He also finds that brewers take personal enjoyment in the process: "They get to make a beer they aren't used to making and be creative in beer."

Collaborations are a marketing ploy as much as a fun gimmick, however. "It's all about selling beer," Leone said, adding that choosing to work with brewers in other locales allows for greater market reach and quick introduction into a new region.

David Gardell, owner of The Ruck, a nationally noted craft beer bar in Troy, agrees. "Collaboration brewing helps shed light on newer, smaller breweries. It gives them street cred in a new market." He relates the role of larger, established breweries collaborating with smaller upstates as a master-apprentice arrangement. "A smaller brewery gets helped by someone they emulate or regard. Brewers are surprisingly generous and giving with their knowledge and intellectual property," he said.

Gardell has participated in various collaboration brews, including with Sloop Brewing Co., located in Livingston, and the annual Troy Craft Beer Week beer that is brewed with Troy-based breweries.

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Stewart's beer tasting

Stewart's is making visible efforts to move toward the craft beer crowd, while still appeasing value beer lovers. Now, customers can choose from Goose Island and Sierra Nevada brews while still getting their Coors Light fix.

Maria D'Amelia, public relations specialist for Stewart's Shops, says that cold-storage "beer caves" have been added to more than 70 shops, based on the opportunity to fill the growing segment of specialty beer lovers that need the convenience Stewart's already offers.

Being intrepid reporters, we at the Times Union took it upon ourselves to sample some of the premium IPAs (short for India Pale Ale) found at Stewart's — including High Cliff IPA, the latest beer under the Stewart's brand. Here, our tasting notes and ranking of our preferred beers from four that we tried.

FIRST PLACE

Uinta Brewing Co. Hop Nosh IPA (Salt Lake City, Utah)

Retails for $10.49 per six-pack at Stewart's Shops

Appearance: A darker complexion than other beers, ranging from golden caramel to red. Tasters found it hazy and cloudy with a creamy, lasting head

Taste: A nutty, chocolate flavor with hints of yeasty bread that had estery, sweet notes with subtle pine characteristics from hops

Mouthfeel: Medium-bodied with a smooth, long and warming finish

Other notes: Ranked highest among tasters as their favorite beer overall. (All but one taster listed it as their preferred IPA of the day)

TIED FOR SECOND

Rebel IPA, Samuel Adams (Boston)

Retails for $10.49 per six pack at Stewart's Shops

Appearance: Varied between "pale gold" and "copper" for tasters, with a general clear appearance and light lacing on the head

Taste: "Toasty," "nutty" and "spicy" were prominent flavors, with a sour-tart finish

Mouthfeel: "Silky" and "velvety" described this beer

Other notes: "For lager lovers" said one taster, while another qualified it as, "typical of a west coast IPA — a hoppy mess." One more described the beer as "complex and pleasant"

TIED FOR SECOND

Legacy IPA, Saranac Brewing Co. (Utica)

Retails for $9.99 per six pack at Stewart's Shops

Appearance: Tasters gave it a hazy gold-caramel description with subtle carbonation

Taste: Overwhelmingly rated as having a biscuit/bread quality, while being slightly roasted. Herbal, earthy notes from hops were present while a slightly sour finish

Mouthfeel: Crisp and smooth with a long finish

Other notes: "Ok, a bit stronger/tarter than others" said one taster. "Not a typical IPA, but a nice change-up," said another. One taster put it squarely as, "middle of the road"

FOURTH PLACE

High Cliff IPA, Stewart's Shops (Saratoga Springs)

Retails for $8.99 per six pack at Stewart's Shops

Appearance: Tasters said it was gold in color, with a variance between a clear and hazy appearance. The head, when poured, diminished quickly

Taste: Some found it to be "fairly bitter," while another thought it had a metallic aftertaste. Overall, tasters found it to be floral and citrusy

Mouthfeel: Overall, tasters found High Cliff IPA to be crisp, light and very drinkable

Other notes: One taster thought it was "too bitter," while another said, "nicely balanced and not too hoppy." "Light on the hops for an IPA," said a taster

One of those breweries is Rare Form Brewing Co., which has reached across the Hudson to work with Nine Pin Cider (in Albany) for the autumnal release of Hardcore Leaf Peeping, a beer and cider blend that is conditioned with cranberries.

"It came out of a friendship with Kevin (Mullen) at Rare Form and wanting to work together. It's interesting for a cidery to collaborate with a brewery. It's also difficult, too," said Alejandro del Peral, an owner and cidermaker at Nine Pin. The difficulty stems from the differences in production between beer and cider.

"You don't hear of wine collaborations," says del Peral, and he notes that the creativity and expanded availability of styles and ingredients — along with a "rising tide lifts all boats" mentality — is what makes collaboration beer successful. (Nine Pin has collaborated in other ways, however, for cider-infused goods with Rad Soap Co. in Albany and Collar City Candles in Troy.)

Other businesses rely on the collaboration approach to reach a new audience, as well. Shmaltz has been contract brewing High Cliff IPA for Stewart's Shops since July 2017, a concept that Cowan says, "was intriguing from the beginning."

"We see craft beer and IPAs as a growing segment," said Maria D'Amelia, public relations specialist for Stewart's Shops based in Saratoga Springs. Stewart's has been selling its Mountain Brew line of beers (Ice and Light varieties) since 2010, but chose to work with a local company to produce its first craft offering to ensure quality control and engage in testing that is more difficult with the Wisconsin brewery that makes Mountain Brew.

While Shmaltz and Stewart's collaborated to develop the taste of the beer (Cowan calls it, "balanced, approachable but clearly quality,") the beer is made through a contract brewing arrangement, and not through licensing like other beer projects. "Contract brewing is definitely about economy. It keeps the lights on and covers overhead. It helps us invest in quality, including lab services and a staff large enough to maintain the facility. The goal is to keep paying the bills. But it is also interesting to be on this side, to see the business from a different side," Cowan said.

He says 70 percent of Shmaltz's production is focused on contract brewing agreements, a dramatic shift from being a beer brand that was solely produced by contract brewing at other facilities as few as five years ago.

"One thing about the craft consumer is they are always looking for something new," Leone said, and whether that's a new tap offering at a favorite bar, made by two local beverage producers, or a cold-case six pack grabbed at the nearest convenience store, the market for collaboration brews hasn't yet lost its fizz.